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Why do they have that particular smell when unwrapping? 

That strong odor when you first unwrap your brand-new Nestl Reading Pillow is completely normal and 100% harmless! After unwrapping your reading pillow, remove and wash the cover. Knead and shake the pillow to fluff it up and separate the foam clusters, which may have clumped together during the shipping process.

Place the pillow in a sunny spot, which will help it air out while it gradually expands After about 24-48 hours, the pillow will finish expanding